Trio land £3m contract as diary giant launches UK brand offensive
Swiss dairy firm Emmi has appointed Bath-based South, Manchester-based Tangerine PR and London-based Manning Gottlieb to launch a major brand assault in the UK.
The activity, thought to carry a £3million spend, will focus on promoting Emmi’s Caffe Latte range of milk drinks, while raising awareness of the brand’s other UK products including Swiss museli yoghurt and a range of cheeses.
South has been tasked with producing advertising for the firm, while Tangerine will be responsible for gaining coverage in relevant press titles. South has a track record in the dairy sector, having worked with Onken for a number of years before the account was moved into London.
South founder Mark Humphries said: “Emmi is unique in that it’s the only Swiss brand in UK dairy. All Emmi products are made with milk from the Swiss Alps, so because the word Swiss connotes quality, we’ve got an incredibly powerful proposition to build the brand on.”
Emmi has a strong reputation in mainland Europe, but has yet to make a big impact in the UK. However, its range of seven yoghurt products has recently gone into Waitrose.
Discussing the latest brief, Humphries said: “The Caffe Latte range has been over here for a few years, but this will be the brand’s first concerted push. We’ve decided to concentrate on press advertising in trade and consumer titles.”
Emmi, which also produces cholesterol-reducing cheese miniCol and cave-aged Le Gruyere and Emmentaler, will be competing in the coffee drinks market with Starbucks, which is about to launch a chilled variant.